Retailers need to pay attention to mobile. According to BI Intelligence mobile commerce will make up 45 percent of total e-commerce, equaling $284 billion in sales by 2020. (Milnes)
But retailers won’t get any of this business if they aren’t properly testing their mobile experience. (Currently only Amazon and Ebay are really ‘winning’ at mobile). Mobile shoppers will quickly abandon their transaction if they are not having a good experience. Think about it: the average smart phone user has almost 30 apps on their phone at any time. (Nielson) Why would they stay on one that doesn’t work well?
Given the importance of mobile commerce, retailers need to start looking at their user experience and interface design of their apps and mobile and/or responsive sites.
Below are elements of mobile user experience design that are particularly important for mobile retailers.
- Buttons & Calls to Action are big enough– don’t make the user hunt to add something to their cart.
- Images are large, present the gallery as a swipeable carousel– pictures (and video when appropriate) will sell your product more than words.
- Use HD/Retina quality
- Make sign up forms as short as possible– offer the ability to sign in with or linked in to save the user time.
- Copy is legible (14px or above)
- Make store icon memorable (and appropriate)– the icon should easily identify the retailer / brand
- Site/App reflows from portrait to landscape
- Place non-essential elements in the footer- let the user focus on the shopping!
It’s also important to remember that most mobile purchases are spontaneous. Retailers can encourage those unplanned visits to your app or mobile site through email (Mobile accounts for 45% of opened emails ) or the use of APIs to send push notifications and location-based sales promotions.
Just be sure that email and push notifications are consistent with the look and feel of the site before sending users there.
Milnes, Hilary. Where mobile commerce is going in 2016. “Digiday”
Tode, Chantal. Mcommerce sales to reach $142B in 2016: Forrester. “Mobile Commerce Daily.”
Nielson. SO MANY APPS, SO MUCH MORE TIME FOR ENTERTAINMENT. “Neilson.”